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Rdio presses play in Estonia, Belgium and the Netherlands, taking it to 17 markets worldwide

Music streaming service Rdio has continued its march across Europe after announcing that it has expanded to Estonia, Belgium, and the Netherlands, taking its support to a total of 17 countries worldwide.

The service has gone live in these three countries where users can listen to more than 18 million songs, and use its range of apps for computers and smartphones – which includes support for iOS, Android, Windows Phone and BlackBerry.

The company was started in 2010 and it gives users unlimited access to its catalogue of music for a monthly subscription, in the same way that competitors Deezer and Spotify are priced.

In the US and Canada, ‘Rdio Unlimited’ costs $9.99 per month, and that supports Web, mobile and media player use. A cheaper option, ‘Rdio Web’, is available for $4.99 per month, and supports Web media player use only. Local prices across Europe and other areas vary; Rdio lists its fees for each local market here.

The company is headquartered in San Francisco and was founded by Janus Friis, who was one of the creators of Skype. Rdio is backed by both Friis personally and Skype, as well as by Atomico — fellow Skype co-founder Niklas Zennstrom’s fund — and Mangrove Capital Partners.

The company’s efforts have not gone unnoticed by larger powers. Rumor broke out in October that Microsoft was reportedly in talks to acquire it to boost its Xbox Music Service. That speculation was denied by both sides, but such a move would certainly make strategic sense from Microsoft’s point of view – however, for now there’s nothing further to report on that front.